Marketing Mix: Product

Sanitation marketing applies the marketing mix, or Four Ps, which form the core of any social marketing program: place, price, product, and promotion. In the context of sanitation marketing, product includes both physical items such as a latrine and services such as pit emptying. The key to developing a sanitation product is understanding what benefits are important to the target audience.

This module reviews some principles to consider such as the difference between features and benefits. For example, a ventilated improved pit (VIP) latrine has features such as a mosquito screen and ventilation. But what’s important to consumers are the benefits: VIP latrines offer freedom from annoying insects and unpleasant odors. Another principle to consider is “less is best”. While choice is good, consumers often face too many options.